Nike Women: Back to the Beginning

Sports brand Nike partnered with top female athletes to create an experiential outdoor campaign to grow relevance in the women's sector in China.

Campaign details

Brand: Nike WomanBrand owner: NikeLead agency: Mindshare ChinaContributing agency: Wieden + KennedyMarket: ChinaIndustries: SportswearMedia channels: Outdoor, out-of-home, Word of mouth, influencersBudget: 10 - 20 million

Executive summary

Nike's relevance is declining in the booming female market. Despite the growth of this market, Nike believes that female athletes still face challenges and limitations, both in sport and in society. Specifically, at some point in their careers, female athletes are often told that they can only go so far. Nike has challenged this with its...

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